Marketing Report: Evaluating Your Destination's Marketing Strategies

This marketing report analyzes the roles, responsibilities, and marketing strategies of Your Destination, a transportation services company. The report begins with an introduction outlining the importance of marketing and its impact on organizations. Task 1 focuses on the roles and responsibilities within the marketing process, including a memo detailing the duties of marketing managers and the structure of the marketing department. It emphasizes the importance of distribution, financing, marketing information management, pricing, product service management, publicity, and the interrelation between sales and marketing. Task 2 explores how marketing functions relate to the wider organization, highlighting the interconnectedness of marketing with human resources, finance, administration, customer services, research and development, and production. The report also examines the importance of these departments in achieving organizational goals. Task 3 compares marketing mix elements. Finally, Task 4 evaluates the overall marketing plan for Your Destination. The report concludes with a summary of the findings and recommendations for improvement. This report provides a comprehensive overview of marketing practices within the transportation industry.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing process...............................................................1
P2 Explain roles and responsibility of marketing that wider organisation.............................3
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix elements...........................................................................5
TASK 3............................................................................................................................................8
P4 Evaluate marketing plan for Your Destination ................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an important part of every organisation which help in promoting different
goods and services in the market place. The company will offer various type of products to the
potential customers. Business environment factors affects internal and external functions of
business in effective manner. It is an activity which assist in reaching with desired buyers who
are interested to purchase products and services from particular firm (Forshier, 2012).
Organisation make innovative and creative items that will easily attracts large number of
customers towards them. There are many different brands which demanded by people in the
market place and firm provide product information through online, newspapers, templates etc.
Marketing refers to develop effective strategies which aid company in achieving their potential
buyers and also give best services and goods to them. This report is based on Your Destination
which is transportation facility company and provide different services to their customers. It has
many branches such as Manchester, Newcastle etc. National express is the market leader.
TASK 1
P1 Roles and responsibilities of marketing process
MEMO
To:- Senior management
From:- Marketing manager
Organisation:- “Your destination”
Date:- 14TH October, 2017
Subject:- Responsibility and duty of merchandising managers and planned structure or dealing
of marketing department.
An organisation reach their customers by using effective marketing process. It is
profound analysis which assist in making strong relationship between seller and buyers. There
are certain marketing operations such as communicating, delivering, and dealing goods and
services to that people who are highly interested to deal with them. It is common approach
which help in cover whole market place. Your Destination 's also adopt effective marketing
strategies that will assist in convince the customers and offer couriers to them. They are focus
on satisfying all demand and needs of buyers in this time period. Marketing is help in
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promotion and publicity of all goods and services in the large market to desired customers
(Gertner, 2011). This organisation collects lots of fund amount for the campaign of marketing
activities that will provide benefit to them. There are many sources which aid in increasing sales
of goods such as advertisement, promotion campaign, post ads, online marketing etc.
Your Destination is the transportation facility firm which provide best services to their
customers. The business will be expanded in some more countries. They provide various
transportation services such as bus, car, cab, flights, train etc. They are also develop effective
strategies which help in increasing growth and success. Distribution- There are many goods and services which will distributed in the large
market. Some effective methods that are used by cited firm for increasing sale of their
products (Jones and Rowley, 2011). Your Destination 's need to included new and
innovative facility which help in attracting more and more customers towards their firm. Financing- By using effective marketing functions, they required to prepare accurate
budgets which help in analysing proper scenario of marketing campaign. Marketing information Management- It is important function of Your Destination 's
company is to analyse all market information which help in searching potential
customers and also get benefit from organising effective marketing campaign. Whole
research of market is assist in knowing demanding products among buyers and satisfy
them for provide it. They also make their choice of transportation services with high
quality and it will increase demand of products among them. Pricing- Price decision is most difficult task for the Your Destination 's company. They
fix that price which has attract large number of customers towards that. It is necessary
for them to set better price in comparison with their competitors (Joshi, 2012). Your
Destination's will analyse that they provide cheap rate to their buyers which help in
gaining attention in limited time period. Product service management- It is very
essential for the company that they will make sure that their price goods and services are
properly managed. By this, they need to conduct market survey and identify demand and
needs of the people who are interested to purchase services from Your Destination's. It
is the main responsibility of company manager is to check that transportation services
are effective and useful for their customers. Publicity- There are different platforms which can be used by cited firm to promote their
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products and services in the large market. Some ways which can help in promoting
various goods and services among customers. Such as advertisement, newspapers,
online sale, social media etc. They should share all necessary information with their
potential buyers through online marketing campaign. Company will need to adopt
effective techniques and methods which assist in advertising their respective market
place.
 Marketing- There are two activities which are sales and marketing that can be
connected with each other in effective manner (Kennedy and Parsons, 2014). The main
objective of the cited firm is to offer that transportation service which has to be
demanded by customers. They also check buyers are satisfy with their innovative
services which offered in the market. Now, the toughest problem is to decide reasonable
price that can afford by each standard of people.
 Marketing department- This is the main department which perform various functions
and activities and help in attracting talented candidate who manage all work relate to
marketing department. They work for identify different needs and wants of customers
and according to their demand, they try to fulfil all requirements in proper manner.
The role of marketing officer are as follows:
 Conduct market research- It is the duty of chief marketing officer is to conduct effective
marketing research for understanding customers needs and demand. Assistant marketing
manager role is to analyse whole market situation and then evaluate all necessary
functions that will help in promoting different products and services in effective manner.
 Developing marketing strategy- Firstly, assistant marketing manager role is to analyse
which is the best suitable strategy for developing and promoting demand products in the
market and on the other hand chief marketing officer who is the senior manager duty is to
investigate the developing strategies and give their approval if it is effective.
 Customer relationship management- The role of assistant marketing manager is to
maintain strong between customers and attract them towards purchasing their goods and
services and chief officer main responsibility is to collect required information which are
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related to buyers and then evaluate their needs and wants and also try to satisfy them in
proper manner.
 Employee management- Chief marketing officer role is to assign duties and
responsibilities to their employees and on the other side assistant marketing manager help
in making coordination among each employee and motivate them for work together for
achieving desired target goals and objectives.
Illustration 1: Structure of department, 2012
(Source: Structure of department, 2012)
P2 Explain roles and responsibility of marketing that wider organisation
MEMO
To:- Senior executive
From:- Marketing manager
Association name:- “Your destination”
Date:- 14TH October, 2017
Subject:- Responsibility of merchandising section bring to wider organization goals.
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Marketing plays an essential role in enhancing firm profitability and production. There
are various department which provide information about different techniques and methods and
it has implement for achieving competitive advantage. The functions of marketing help in
analyse the connection with different department of the organisation. It is considered that
buyers and firm are make strong relation which help in reaching all target goals and objectives
in proper manner. Your Destination 's develop trust among their customers that they will fulfil
demand and needs of them with quality services. They also adopt various marketing strategies
and policies which increases their sale and profitability (Khan and Adil, 2013). An organisation
can get success and growth when they attracting lots of customers towards their transportation
services. There are some department which functions are interrelated with each other that are as
follows: Marketing and Human Resource- HR department is important for every organisation
because they will provide talented employees who have excellent skills, knowledge and
abilities which help in achieving growth and success to them. Marketing department
assist in searching experienced and capable candidate who manage and handle their
position in better manner. This will provide market information related to skilled
employees who are search job. Marketing help in attracting talented workers towards
suitable job profile. Marketing and Finance- It is that department which invest funds in various marketing
campaign that provide increased profit. In this marketing department provide outside
information which are related to future cost of transportation services to the finance
manager. They also prepare budgets and annual report which assist in analysing total
capital spend in different market activities. It will also help in collect funds by doing
various functions in the large market. Marketing and Administration- There are some policies which required to be follow by
each employee within an organisation (Lehmann and et. al. 2016). All the internal staff
of the firm should follow all rules and regulations and administration department will
control this in proper manner. They managed all office work and marketing activities
also provide external information related to products price and quality. This is the main
objective of this department is to know all updated policies and strategies which are
made by authorities.
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 Marketing and customers services- This department analyse the customers choice and
preferences and marketing will change their strategies according to demand and needs of
buyers. Your Destination 's will satisfy their potential customers by providing quality
services of transportation. It help in gaining maximum profit and productivity in
effectively. Firm required to set bench mark in this sector and they treat their buyers in
good manner. This assist in achieving goals and objectives which required to complete
by enterprise. Marketing and Research and Development- It is that department which help in analyse
whole market research and provide unique and creative facilities and services in better
manner. They required to adopt new methods and tools which assist in attracting more
buyers towards their restaurant (Lovelock, 2011). The main role of marketing
department manager is to gather all necessary data and information which help in
knowing people choice and preferences that will enhance to develop innovative services
properly. They also need to change their market strategies according to their competitors
strategies so that buyers more attracted with them.
 Marketing and Production- It is that department which help in making production of
various types of goods and services in proper manner. Marketing department assist in
promoting their transportation facilities and earn maximum profit with it. Customers
always change their taste and choice so the firm try to develop their taste products and
serve to them. Firstly marketing will analyse buyers choice and demand and then
company will produce products according to the wants and need of them.
These department functions provide a view that they can focus on which activity and
which type of services they can sale in the market. If these department perform their functions
in effective manner then they get higher outcome within an organisation (Malhotra, 2015). In
Your Destination's there are two department such as sales and distribution which play an
important role in the market. The main objective of them is to satisfy their demand and provide
them quality services.
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TASK 2
P3 Comparison of marketing mix elements
Marketing mix refers to promotional activity which provide various goods and services
and that will sale and serve in the large market. There are seven elements which are main part of
marketing mix that includes products, place, price, promotion, people, process and physical
evidence. In small business enterprise, there are different marketing functions which directly
impact on organisation performance and all the functional areas of the firm that include
production and finance which should be cooperated by making effective marketing strategies.
This is important for analysing demand of market in different marketing department which
determines products will made in which structure. Financial department allocates required
resources and help in preparing budgets which should be implemented in marketing department.
It is the responsibility of company manager is to attract skilled and talented employees which
desires to produce necessary goods. In this way, marketing strategy can be considered as core
concept that drives the organisation towards specific goals and objectives.
There are basic comparison among Your Destination 's and National express.
Your Destination and National express:
Your Destination is the transportation facility company which is situated in United
Kingdom. They provide services to their people and adopt effective strategies.
National express is the largest public transportation firm and their current work is to
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operate coach, bus, train, flights etc. in the United Kingdom.
(Source: 7Ps of Marketing Mix, 2017) Product- They are provide different types of transportation services which can provide
comfortable facilities to their customers and satisfy them in appropriate manner.
(Ogunmokum and Tang, 2012). Firm offer services by bus, train, coach, flights, cab, car
etc. in effectively. Your Destination 's provide quality services and they are focusing in
enhancing customers base and make branded image of their enterprise. Also they will
provide that service which will take care of people. National express gives high
transportation facility which attract large number of customers towards them at
reasonable price. They also provide effective services and it has to be required for gain
attention of customers in better manner. Price- The price will be fixed by company and set reasonable price range. They usually
increase cost of their popular facility which will help in increasing income of firm. They
also cover all area where they will offer services to the desired buyers. Such as cost of
their transportation service in Your Destination will provide less price as compared to the
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Illustration 2: 7Ps of Marketing Mix, 2017

UK other companies. They also adopt various strategies that includes cost leadership
strategies which is used by cited company for offering best quality services to clients.
Their facilities also serve in large market where more customers are come for searching
popular services (Baker and Saren, 2016). National express offers reasonable price of
transportation services and required to set strategies which will give deliver services in
proper time period. Place- They basically cover that place where many different type of people come for
purchasing conveyance services. Mainly they establish their company at near by airports,
shopping malls, highways and prime cities. Your Destination 's should also analyse that
all customers are know their firm reputation and quality services. On the other hand,
National express have also services and facilities which will enhance customers base.
They also target the urban locations or areas where large number of people are lived. Promotion- It is that source by which they can attracts large number of buyers towards
them and develop good image in the market place. This will spread awareness that Your
Destination is a brand and it will provide various transportation services for the people.
There are different sources which are used by cited firm such as television, social media,
billboards and also advertise their effective facilities among customers. National express
used mainly two methods for the promotion of their conveyance services and also deliver
that to the respective buyers. People- This is lengthy marketing mix components and it has consumers and employees.
The main aim is to coordinate and establish strong relationship between organisation and
buyers in better manner (Brady, 2014). They usually connects their goods to target people
and focus on developing maximum profit. National express company will take care of
their workers and give them proper training, knowledge regarding any task or work. They
satisfy their customers and also encourage them towards achieving specific target. Process- Your Destination will follow effective process that can help in convenience the
customers towards transportation facilties and other services. On the other hand, National
express required to adopt methods and techniques that will assist in searching potential
buyers in easy way. They also required to adopt tools and methods that will assist buyers
in searching quality services in easy manner. It will give lot of time for implement these
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methods and technologies and firm should analyse that their resources are wasted in any
manner.
 Physical evidence- It is that marketing mix which is intangible in nature because this
cannot be seen or touched. Your Destination's transportation facilities also help in
attracting large number of customers and also make effective concepts for them. National
express will decrease their cost of business operations and gain profit at same time
period. They should develop themes in simple manner and it is necessary to applied it in
the company systems and policies.
TASK 3
P4 Evaluate marketing plan for Your Destination
For surviving in the competitive environment and it is transportation service company
which will implement schemes, policies and effective marketings plan (Chamorro-Mera,
Miranda and Rubio, 2014). Marketing plan refers to that document which underlines and
describe about different types of activities and functions which assist in smooth running of
business operations. It will gain in achieving target goals and objectives in effectively and
efficiently. Your Destination should analyse internal and external factors that will help in
making marketing plans.
Mission of Company- To offer best transportation services to their respective customers.
Marketing objectives- Firm mainly focus on reducing the time period in travelling customers
from one place to another because they know customers are not wait too much.
Basic objective- the main aim of cited enter is that each and every individual should reach to the
Your Destination transportation services (Fazlollahtabar, Aghasi and Forte, 2012). They also
make that procedures where buyers are resolve their problems and issues.
Business Aim- There are mainly three of this business that are as follows:
 Must expand the market in that place where they don't have any running business.
 The main target of this firm is to increase their services up to 20% . They also popularised their transportation services that can not have much market.
Strategic objectives- Firm will need to expand their business operations and also give best
services to their customers in better manner.
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